| name | linkedin-profile-optimizer |
| description | Optimizes LinkedIn profiles with headline formulas, about section copywriting, experience descriptions, and keyword strategy. |
| allowed-tools | Read Write Glob |
| metadata | {"author":"matthewhitcham","version":"1.0"} |
LinkedIn Profile Optimizer
When to Use This Skill
Use this skill when you need to:
- Optimize a LinkedIn profile for visibility, credibility, and inbound opportunities
- Write compelling headlines, about sections, and experience descriptions
- Build a keyword strategy that helps the right people find you
- Transform a resume-style profile into a client-attracting or opportunity-generating asset
DO NOT use this skill for LinkedIn content strategy, LinkedIn ads, or LinkedIn company pages. This is for personal profile optimization only.
Core Principle
YOUR LINKEDIN PROFILE IS NOT A RESUME — IT IS A LANDING PAGE FOR YOUR PROFESSIONAL BRAND, AND EVERY SECTION MUST ANSWER THE VISITOR'S QUESTION: "CAN THIS PERSON HELP ME?"
Phase 1: Brief
Required Inputs
| Input | What to Ask | Default |
|---|
| Profile goal | "What do you want your profile to attract? (clients, job offers, partnerships, speaking)" | Client inquiries |
| Target audience | "Who should find your profile and be compelled to reach out?" | No default — must be provided |
| Current profile | "Share your current LinkedIn URL or profile content." | No default — must be provided |
| Key achievements | "What are your 3-5 most impressive results with numbers?" | No default — must be provided |
| Keywords | "What terms should people search to find you?" | No default — research based on role and industry |
| Tone | "Professional and formal, or conversational and approachable?" | Conversational and approachable |
GATE: Confirm the brief before optimizing.
Phase 2: Audit
Profile Audit Scorecard
| Section | Current Status | Score (1-5) | Priority Fix |
|---------|---------------|-------------|-------------|
| Headline | [Current] | | |
| Profile photo | [Current] | | |
| Banner image | [Current] | | |
| About section | [Current] | | |
| Experience | [Current] | | |
| Featured section | [Current] | | |
| Skills and endorsements | [Current] | | |
| Recommendations | [Current] | | |
| Custom URL | [Current] | | |
Keyword Research
## Target Keywords
**Primary (use in headline and about):** [3-5 keywords]
**Secondary (use in experience and skills):** [5-8 keywords]
**Industry terms:** [3-5 industry-specific keywords]
Source: [Job postings for the roles your audience holds, competitor profiles, LinkedIn search suggestions]
GATE: Present the audit and keyword strategy for approval.
Phase 3: Write
Headline (120 characters max)
## Headline Formulas
**Formula 1:** I help [audience] [achieve result] | [Credential]
Example: "I help SaaS startups double their pipeline through content | Former Head of Content at 2 YC companies"
**Formula 2:** [What you do] for [who] | [Proof point]
Example: "Business Systems for Solopreneurs | Helped 200+ entrepreneurs automate their ops"
**Formula 3:** [Title] | [Outcome you deliver] | [Keyword]
Example: "Fractional CMO | Revenue Growth for B2B SaaS | Demand Generation Expert"
Rules:
- Lead with value to the reader, not your title
- Include at least one primary keyword
- Use the pipe symbol (|) to separate phrases
- No emojis unless the industry norm supports it
About Section (2,600 characters max)
## About Section Structure
**Paragraph 1 — Hook (2-3 sentences):**
[State the problem your audience faces. Use "you" language.]
**Paragraph 2 — Solution (2-3 sentences):**
[What you do and how you solve that problem.]
**Paragraph 3 — Proof (3-4 sentences):**
[Key achievements with specific numbers. Client results or your own.]
**Paragraph 4 — Background (2-3 sentences):**
[Brief career context that explains your expertise. Not a resume.]
**Paragraph 5 — CTA (1-2 sentences):**
[What you want them to do next: DM, email, book a call, download a resource.]
**Keywords line (optional):**
[Specialties: keyword 1, keyword 2, keyword 3, keyword 4]
Experience Section
For each role, write 3-5 bullet points:
## [Title] at [Company]
[One-sentence role summary focusing on scope and impact]
- [Achievement with measurable result]
- [Achievement with measurable result]
- [Achievement with measurable result]
Focus on the most recent 2-3 roles. Older roles get 1-2 bullets or a brief summary.
Featured Section
## Recommended Featured Items (3-5)
1. Lead magnet or free resource landing page
2. Best-performing LinkedIn post or article
3. Media appearance (podcast, interview, article)
4. Case study or portfolio piece
5. Website or booking link
Phase 4: Polish
1. Profile Optimization Checklist
- [ ] Headline uses primary keywords and communicates value
- [ ] Professional photo (clear face, good lighting, appropriate dress)
- [ ] Custom banner image with tagline or CTA
- [ ] About section is written in first person with "you" language
- [ ] About section includes a clear CTA
- [ ] Experience bullets start with power verbs and include metrics
- [ ] Featured section has 3-5 relevant links
- [ ] Skills section lists top keywords (reorder to match priority)
- [ ] Custom URL is set (linkedin.com/in/yourname)
- [ ] At least 3 recommendations from credible contacts
- [ ] Creator mode enabled (if content strategy is active)
2. Quick Wins
Improvements that take less than 10 minutes each:
- Update headline from job title to value statement
- Replace profile photo with a professional headshot
- Add a custom banner image
- Reorder skills to match your keyword priority
- Turn on Creator Mode and select 5 topics
- Set a custom URL
3. Ongoing Optimization
## Monthly LinkedIn Profile Maintenance
- [ ] Update any new achievements or results
- [ ] Refresh Featured section with recent content
- [ ] Request one new recommendation per quarter
- [ ] Check that all links work
- [ ] Review keywords against current industry trends
- [ ] Update headline if positioning has shifted
Example 1: Client-Attracting Profile (Consultant)
Headline: "I help B2B SaaS companies build content engines that generate pipeline | $12M+ in client revenue attributed to content"
About (opening): "Your content team is producing posts, blogs, and newsletters. But your pipeline is flat. Sound familiar?
That's because most B2B content is built for engagement, not revenue. I fix that.
Over the last 5 years, I've helped 40+ SaaS companies turn their content into a consistent pipeline driver. The results: $12M+ in attributed revenue, 3x average increase in inbound leads, and content systems that keep working long after our engagement ends."
Example 2: Job-Seeking Profile (Executive)
Headline: "VP Operations | Scaled 3 SaaS companies from startup to $50M+ | Building teams and systems that grow"
About (opening): "I build the operational backbone that lets SaaS companies scale without breaking.
Three times, I've taken a growing company with brilliant founders and chaotic operations and turned it into a machine — systems that scale, teams that perform, and costs that stay under control.
The results: $50M+ in combined company revenue, 200+ employees hired and developed, 40% average reduction in operational costs."
Anti-Patterns
- Job title as headline — "Marketing Manager at Acme Corp" tells the visitor nothing about the value you provide.
- Resume-style about section — third-person, duties-focused text that reads like a cover letter. Write in first person with "you" language.
- No CTA — a profile without a call to action leaves interested visitors with no next step.
- Empty Featured section — the most valuable real estate on your profile, and most people leave it blank.
- Generic skills list — "Microsoft Office" does not differentiate you. Prioritize skills that match your keyword strategy.
- No recommendations — recommendations from credible contacts are social proof. Ask for them actively.
Recovery
- User has no achievements to highlight: Focus on scope (team size, budget, projects) and qualitative impact (what changed because of their work).
- Profile is for job seeking but currently employed: Optimize quietly — update headline to include keywords, improve about section, but avoid "Open to Work" badge if discretion is needed.
- User is in a niche industry: Use industry-specific keywords heavily. In niche markets, keyword specificity is more important than broad appeal.
- No professional headshot: Take a well-lit smartphone photo against a plain background. Dress professionally, look at the camera, and crop from chest up. Professional shoot is ideal but this works as a start.
